RESOUNDING SUCCESS FOR LOZZA SARTORIALE AT MIDO, AGAINST THE ELEGANT BACKDROP OF THE DESIGN LAB

The exclusive tailor-made project developed by Lozza in collaboration with Politecnico di Milano to create made-to-measure eyewear was inspired by creativity and based on the target clients requirements.

Lozza, a success story that began back in 1878 and is today preserved and perpetuated with success by De Rigo, presented Lozza Sartoriale during Mido 2014. This exclusive project was born from a desire to create unique, elegant products capable of upholding the key values of the brand: Italian style, craftsmanship, attention to detail and innovation.

"Today's consumer is increasingly focused on the pursuit of original and unique products. For example, knowing that you own a customised piece of eyewear that suits your face perfectly in terms of size, shape, material and colour, is an extremely desirable element," says Barbara De Rigo, Marketing Director for the De Rigo Vision House Brand. "To meet this growing demand, Lozza has decided to give its clientele the chance to experience an exclusive form of customisation, inspired precisely by their very own ideas and creativity."

"Moreover, to ensure an innovative and efficient service, we have entrusted the development and finalisation of the Lozza Sartoriale project to the expertise of the Politecnico di Milano Management Engineering Department," Barbara De Rigo continues.

Alberto Portioli Staudacher, Politecnico di Milano Professor of Operations & Supply Chain Management, is equally enthusiastic. "We are delighted to have taken part in developing the new Lozza tailoring concept," says Professor Portioli. "It was an exciting challenge: to develop a customer-centred project influenced by the expertise of opticians and making use of an innovative and highly skilled production process such as can only be found in Italy; a tailoring project that breaks away from the concept of mass production to centre on unique eyewear that is fully made-to-measure," he concludes.

The result is tailor-made eyewear, made-to-measure through a clever combination of craftsmanship and digital technology influenced by the professionalism and experience of opticians. Indeed, the optician, along with the customer, plays a vital role in this new product design service, with Lozza providing him with the tools to be a true 'tailor' of his trade.

The Lozza Sartoriale project experience begins with six initial base frame choices, 4 in acetate and 2 in metal, which can be personalised in a wide range of combinations of shapes, colours, materials and sizes. The various components will be contained in a specially designed kit, supplied to the optician together with an interactive product configurator, allowing him to accompany customers every step of the way as they create their ideal frame.

Consumers will complete three main stages during the new creative experience offered by Lozza. They begin by choosing the model and colours of the frame. Then, if desired, they customise their choice with details and engravings. Finally, the process ends with the crucial "tailoring" phase which involves the frame being "made to measure" for the perfect individual fitting.

Moreover, the finished products will be even more specially unique thanks to the "100% tailor-made" certificate of guarantee that accompanies each frame, and the special frame case provided, which can be customised with the wearer's name or initials.